Dear Uncle Marty,
Someone recently asked me why they should come to my store instead of going to my competitor. I found myself at a loss for words, not knowing how to explain how or why I was the better choice. Do you have any advice on how to handle this sort of question?
Dumbfounded,
Muted Mable
Dear Mable,
Questions such as this one tend to catch us off guard, and stop us in our tracks.
We could respond with a long list of things that set us apart: our years of experience, training, certifications, status as an authorized shipping center for multiple carriers, comparing all options in one screen cross-carrier to help the customer find the best option for their needs and budget, business services that all gel together (packing, shipping, mailboxes, printing, fingerprinting, etc.) making our one-stop shops super convenient, blah, blah, blah…
But, just as you probably just glazed over, the customer will also lose interest quickly. So I advocate a simple answer: “Because we care and we’re the best!” (Said, of course, with a confident grin.) If they then want more explanation, go into some bullet points that make your store special, showing how much you do genuinely care about every aspect of the customer’s experience.
The fact is, you do care and you are the best. You’re the best because you’re writing to me seeking advice on how you can better serve your customers. You’re the best because you’re part of AMBC: networking, learning, training, and growing with other store owners across the country. You’re the best because you’ve been doing this a long time and know the business inside and out, and have access to resources to explain the things you still don’t know…yet.
Get into the habit of educating your customers, showing your knowledge base, demonstrating your bona fide level of care, and proving why you’re the best. Offer a little quip, like explaining a hybrid label and how you’re going to send it with a certain carrier because it’ll get a pickup scan and be safer. Or, as you’re taping their box, explain why you’re using a certain type of tape and how it’s much safer than the duct tape that they brought in. Do it in a kind, caring, informative way, as the expert and shipping authority that you are. This builds trust and marks you as the go-to professional in the confusing, overwhelming world of shipping that the customer has become lost in. Become their problem solver.
I had the privilege of participating in some marketing roundtables recently in Philadelphia with marketing guru Pam Moore (@PamMktgNut). (Follow her. She’s amazing.) A mainstay of Pam’s teaching is getting customers to “know, like, and trust” you and your business. Make that your goal and they’ll never question whether or not they’re in the right place.
Let your actions speak loudly,
Marty
#AskUncleMarty
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For more on Marty, please visit unclemartysoffice.com.
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This Ask Uncle Marty letter was originally published in MBC Today Volume 18, Issue 2 (March/April 2016).
Source: AMBC Blog